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The world is experiencing a crisis: Empathy over the last 30 years and continues to fall. Everywhere we look we see headlines filled with negativity. And while the holiday season supposedly brings out our greater good, sometimes all that tinsel does is hide the hate.

It is for this reason that —the independent creative impact agency whose annual pro-bono holiday campaigns have included and — partnered up with this year to launch its latest holiday campaign, . Public Inc. aims to increase donations for the international charity’s school-based programs that help develop empathy in today’s children so that they can become tomorrow’s caring, thoughtful leaders.

“Empathy, kindness and imagination are vital for any leader to be able to effectively solve the most complex problems of our society,” said Mary Gordon, founder of Roots of Empathy. “Empathy is the bridge that connects us all and, in our work, we’ve helped over 1.2 million children develop those foundational capacities. Our program is proven to help reduce bullying and aggression, promote resilience and wellbeing, and positively affects youth mental health. Those children go on to help change the world – that’s a gift unlike any other!” 

The campaign, directed by Drew Lightfoot, takes the viewer on a tour of a miniature holiday village. The warm glow and cobblestone streets feel festive, but the people are a little too real. Instead of carollers and sledding friends, this village features people squabbling, ignoring those in need and showing the complete lack of empathy for others. Real life volunteers, the agency’s staff, and people connected to Roots of Empathy’s work were scanned using 3D technology donated from Objex Unlimited and Little Canada to help bring the unexpected vignettes to life. In the end, a child’s empathy saves the day, bringing a bit of warmth back into the world.

Running on Public Inc. & Roots of Empathy’s social channels, the spot calls for donations that will help bring empathy to more children across the world. Other groups that were moved by the charity’s mission have donated their time, expertise and even their families’ miniature holiday villages, including Pirate Sound, Hope’s Clover Farms, StylePhotos Studios Inc., Darling VFX, SP Studios and many more. 

“We have a motto at Public Inc., which we try to infuse in everything we do: ‘Imagine Better.’ And that’s ultimately what Roots of Empathy is doing for children everywhere,” said Phil Haid, CEO of Public Inc. “Their programs inspire everyone who learns about them, as evidenced by all the amazing teams who have come together to help us bring this campaign to life. If you’re looking for an inspirational group to support this holiday season, Roots of Empathy should be at the top of your list.” 

The campaign will run through January 1st, 2025. For more information about how you can get involved visit rootsofempathy.org/holiday.